Meaning & Definition of CB, Difference between consumer & Customer,Nature & Characteristics of Indian Consumers, Consumer Movement inIndia, Rights & Responsibilities of consumers in India, Benefits ofconsumerism.
Consumer Research: Consumer Research Paradigms (Qualitative &Quantitative Research Methods) Developing research objectives, collectingsecondary data, designing primary research, data analysis and reportingresearch findings.Models of Consumer Behaviour: Input-Process-Output Model, NicosiaModel, Howard Sheth Model, Engel-Kollat-Blackwell Models of ConsumerBehaviour, Internal Influences: Motivation, Personality, Perception,Learning, Attitude, Communications, External Influences: Social Class,Culture, Reference Groups, Family members.Levels of Consumer Decision Making – Consusmer Buying DecisionProcess, Complex Decision Making or Extensive Problem Solving Model,Low Involvement Decision Making or Limited Problem Solving Model,Routinised Response Behaviour, Four views of consumer decision making.Situational Influences- Nature of Situational Influence (The communicationSituation, The Purchase Situation, The usage situation, The dispositionsituation) Situational Characteristics and consumption behaviour (Physicalfeatures, Social Surroundings, Temporal Perspectives, Task Definition, Antecedent States.)
A) Motivation: Basics of Motivation, Needs, Goals, Positive & NegativeMotivation, Rational Vs Emotional motives, Motivation Process, Arousal ofmotives, Selection of goals.Motivation Theories and Marketing Strategy - Maslow’s Hierarchy ofNeeds, McGuire’s Psychological Motives (Cognitive Preservation Motives,Cognitive Growth Motives, Affective Preservation Motives, AffectiveGrowth Motives).B) Personality: Basics of Personality, Theories of Personality and MarketingStrategy(Freudian Theory, Neo-Freudian Theory, Trait Theory), Applicationsof Personality concepts in Marketing, Personality and understandingconsumer diversity(Consumer Innovativeness and related personality traits,Cognitive personality factors, Consumer Materialism, ConsumerEthnocentrisms), Brand Personality (Brand Personification, Gender,Geography, Colour), Self and Self-Image (One or Multiple selves, Theextended self, Altering the self).C) Perception: Basics of Perception & Marketing implications, Elements ofPerception(Sensation, Absolute Threshold, Differential Threshold,Subliminal Perception), Dynamics of Perception (Perceptual Selection,Perceptual Interpretation, Perceptual Organization ,perceived price, perceivedquality, price/quality relationship, Perceived Risk, Types of risk, Howconsumers’ handle risk.
A) Learning: Elements of Consumer Learning, Motivation, Cues, Response,Reinforcement, Marketing Applications of Behavioural Learning Theories,Classical Conditioning (PavlovianModel, Neo-Pavlovian Model),Instrumental Conditioning, Elaboration Likelihood Model.B) Attitude:Basics of attitude, The nature of attitude, Models ofattitude and Marketing Implication,(Tri-component Model of attitude,Multiattribute attitude models.C) Persuasive Communication : Communications strategy, TargetAudience, Media Strategy, Message strategies, Message structure andpresentation.
A) Social Class: Social Class Basics, What is Social Class?(Social class &Social status, The dynamics of status consumption, Features of Social Class,Five Social-Class Categories in IndiaB) Culture and Subculture - Major Focus on Indian PerspectiveCulture: Basics, Meaning, Characteristics, Factors affecting culture, Role ofcustoms, values and beliefs in Consumer Behaviour.Subculture: Meaning, Subculture division and consumption pattern in India,Types of subcultures (Nationality subcultures, Religious subcultures,geographic and regional subcultures, racial subcultures, age subcultures, sexas a subculture)Cross-cultural consumer analysis: Similarities and differences amongpeople, the growing global middle class; Acculturation is a needed marketingviewpoint, applying research techniquesCross-cultural marketing strategy: Cross-cultural marketing problems inIndia, Strategies to overcome cross-cultural problems
Groups: Meaning and Nature of Groups, TypesFamily: The changing structure of family, Family decision making andconsumption related roles, Key family consumption roles, Dynamics ofhusband-wife decision making, The expanding role of children in familydecision making, The family life cycle & marketing strategy, Traditionalfamily life cycle & marketing implications,Reference Groups: Understanding the power & benefits of reference groups,A broadened perspective on reference groups, Factors that affect referencegroup influence, Types of reference groups, Friendship groups, Shoppinggroups, Work groups, Virtual groups, Consumer-action groups, Referencegroup appeals, Celebrities.
Opinion Leadership: Dynamics of opinion leadership process, Measurementof opinion leadership, Market Mavens, Opinion Leadership & MarketingStrategy, Creation of Opinion LeadersDiffusion of Innovations: Diffusion Process (Innovation, Communicationchannels, Social System, Time)Adoption Process: Stages, categories of adoptersPost Purchase Processes: Post Purchase Processes, Customer Satisfaction,and customer commitment: Post purchase dissonance, Product use and nonuse, Disposition, Product disposition.
A) Customer Relationship ManagementMeaning & Significance of CRM, Types of CRM (Operational,Collaborative, Analytical), Strategies for building relationship marketing, e-CRM, Meaning, Importance of e-CRM, Difference Between CRM & e-CRMB) On-line Decision Making: Meaning & Process/Stages (05 Hours)Case studies in Indian context only (04 Hours)